Canadians, especially males, warming to online newspapers: BBM Media Snapshot

How many Canucks are now consuming virtual news? As of last week, the number was up to 4.2 million, or 15% of the total population of the great, but not currently so white, north.
By Staff 
December 15, 2006

Here are some more fascinating facts about folks who are choosing cyber versions of their favourite newspapers.

* Online Internet newspaper readers are 20% more likely to be males.

* Online Internet newspaper readers are 40% more likely than average Canadians to have an annual household income of $75,000 or more.

* Online Internet newspaper readers are 4 times more likely to watch a TV broadcast via streaming video than average Canadians.

* Internet (90%), TV (86%) and radio (85%) are the top 3 media by yesterday exposure for online Internet newspaper readers.

* The top three formats for weekly radio reach for online Internet newspaper readers are news/talk (41%), adult contemporary (27%), and hot adult contemporary (18%).

* The top three television program types watched in an average week by this group are news/current affairs programs (66%), movies (60%), and documentaries (41%).

* 16% of online Internet newspaper readers have not read a local or national printed daily paper in an average week.

* Online Internet newspaper readers are 1.3 times more likely to be in the 35 to 44 age group.

* Online newspapers readers are 55% more likely than average Canadians to attend a music festival and 85% more likely to attend a film festival.

* Online Internet newspaper readers are 75% more likely to have shopped at Mountain Equipment Co-op in the last year than average Canadians.

Source: BBM RTS Canada, Fall ’06, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: cdorning@bbmanalytics.ca.